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Bose |
| One of the leading research and systems developer of entertainment and home audio solutions, Bose needed to extend its already comprehensive base of existing loyal customers by increasing the product exposure to new audiences. |
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|  | | Direct Mail:
A single postal fulfilment with staged call centre follow-up supported an already running campaign that was using other timely marketing channels. The incentive to 'get more' included a 'Wave Radio CD' worth over £390 when purchased with a 'Lifestyle 35' home entertainment system for a limited period.
Tang's approach was to stay close to the Bose product which remained the core value proposition and adapt the sophisticated visual display system to subtlety inform the potential customers of the offer and closing date.
Personalising the direct mail piece with customer details and a corresponding unique promotional code assisted the call centre database system to build unique customer communications histories.
 | | Microsite:
To support online enquiry response a simple registration microsite captured custmer data along with the unique promotional code.
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